social media and the future of advertising | daniel lee, euro rscg | istrategy singapore 2010
DESCRIPTION
TRANSCRIPT
Social MediaAnd the Future of Advertising
December 2nd 2010, Singapore
Daniel Lee, Regional Digital Director SEA
SoMe The Money!
social media strategy
SoMe Expert
Behold the new shiny toy!
What changed?
!"#$%&'()#*)#%()#+,-.%/0.&1+#,$/"#
&2)#&)-2$,/,3"#%$4#-,$$)-56.&"#
&2%%+#-2%$3)4
!"#$%&'(%
)$$*%+'%%
,"-./(01%*$2%
3.44"%35"6$7
Social interactions went digitaland got pumped
7879:;##<8=>?7@=<:8A# B<;<=79#<8=>?7@=<:8A
9.H.&)4#()%-2 !,(4)(/)++
9.6)+#E,(#%$#.$+&%$& <&#/.6)+#,$#C%$4#,$D
7&#&2)#+G))4#,E#-,$6)(+%5,$ =2)#+G))4#,E#/.32&
=2)##)FG)(.)$-)#,E#%$#.$4.6.4'%/ =2)#*.+4,H#,E#-(,*4+
B.I-'/&#&,#J'%$5E" K.+.L/)#%$4#H,+&/"#H)%+'(%L/)
3 Shifts for the post-crisis world of
marketing
9
1. The New World of Marketing is not social*
*because its always has been
Massive Impact of Social Media
The Old World of Marketing Was Linear
@,$+'H)(
!(%$4
Social Media Has DramaticallyChanged That
@,$+'H)(
!(%$4
M(,+'H)(
>HG/,"))
Source: BRAND REPUBLIC, November 16, 2009
Source: BRAND REPUBLIC, November 16, 2009
A digital brand experience
2. The New World of Marketing is Open-Source
Open Source?N%-./.&%&)#&2)#
.4)%O#",'#4,$1&#
2%6)#&,#,*$#.&#,(#
-,$&(,/#.&
!"#$%&'()*+(*,-&*./,/$&*+0*1+%&*0&23*4(15*,-&*
160&$0*7+11*-#8&*,6*9#5*.6$*+,3!
Jon Bond Co-Founder Kirshenbaum Bond Senecal + Partners
Pete Postlewaite - Actor
Dan Carter – All Black rugby player
Blue-chip brands supporting the campaign around the world
Greenpeace ‘tck’ on Beijing main gate
90 Days To Copenhagen Bike Tour from Southeast Asia
School children outside the United Nations in Bangkok
Advert produced by Y&R Brazil to support the campaign
Oxfam event at London Aquarium
Jakarta, joint Campaign between Oxfam, WWF and Greenpeace
In Total Over 17 Million climate Allies
3. The New World of Marketing is
more human
What if brands behaved more like people?
@,HG%$.)+#&%/Q#4,*$#&,#G),G/) M),G/)#&%/Q#&,#)%-2#,&2)(
@,HG%$.)+#%()#3())4" M),G/)#%()#3)$)(,'+
@,HG%$.)+#E,//,*#G(,-)++)+ M),G/)#%()#P)F.L/)#%$4#%4%G&%L/)
@,HG%$.)+#%()#,G%J') M),G/)#6%/')#&(%$+G%()$-"
@,HG%$.)+#%42)()#&,#-%/)$4%(+ M),G/)#.$&)(%-&#.$#()%/#5H)
Being human can be a brand built on a single personality
89:;<=%/.55.'*%)(0.*$00%.*%>%&$"?0@%'*%"%A'(*B"C'*%'A%0'6."5%/$B."
Or built on an army of volunteers on social media as a service channel
D?"*B%.0%$-3$?.$*6$B%)&%/'?$%+E"*%F(0+%"B#$?C0.*G
Being human is fun (where relevant)
H"33'10%6(5+(?$%"*B%0$?#.6$%.0%5$G$*B"?&@%?$.*A'?6$B%)&%0'6."5%/$B."
Being human and having personality alone is not enough
@,HG)&)$)/.6)("%.0%0C55%IJ@%)(+%$#$?&%$BG$%.0%
#"5(")5$
Being human can be creating a cause to believe in
Being human means creativity for big ideas for a better future
KLE$0$%3$'35$%"?$%+E$%+&3$%'A%6'/3"*&%'*$%B"&%2$%
2"*+%+'%)$6'/$M
L$-%N(**.*GN5')"5%OPQ%:(5(-%RS4'*')$5
Social Media and the Future of Advertising
!)#H,()#2'H%$:G)$#+,'(-)#&2)#
.4)%+
A,-.%/#H)4.%#.+#G%(&#,E#&2)#L(%$4##)FG)(.)$-)
Thank You@danlee888
@eurorscg
Q&A